Information Credibility and Source Evaluation
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Questions and Answers

What is the 'sleeper effect' in the context of persuasion?

  • A prolonged change in opinion due to a non-credible source (correct)
  • An immediate change in opinion due to a credible source
  • A temporary change in opinion due to a persuasive message
  • A permanent change in attitude due to a trusted source

    • What is a key aspect of source credibility in the theory of persuasion?

  • The expertise of the source in the relevant field (correct)
  • The physical appearance of the source
  • The tone of voice used by the source
  • The font style used in the message

    • What is the primary concern in the theory of persuasion with regard to sources?

  • The credibility of the source as perceived by receivers (correct)
  • The level of emotion induced by the message
  • The audience's prior knowledge on the topic
  • The message delivery mode

    • What is an important consideration when evaluating the credibility of a source?

    <p>The source's expertise in the relevant field</p> Signup and view all the answers

    What can affect the credibility of a source in the eyes of the receiver?

    <p>The source's level of expertise in the relevant field</p> Signup and view all the answers

    What is a key attribute of an effective source in the context of persuasion?

    <p>The source's objectivity</p> Signup and view all the answers

    What is the primary role of a direct source in marketing communication?

    <p>To deliver a message and/or endorse a product or service</p> Signup and view all the answers

    What is the primary concern in the receiver/comprehension stage of the Persuasion Matrix?

    <p>Can the receiver comprehend the ad?</p> Signup and view all the answers

    What type of source is most effective in getting consumers' attention?

    <p>A source with high credibility and expertise</p> Signup and view all the answers

    What is the primary role of an indirect source in marketing communication?

    <p>To draw attention to and enhance the appearance of an ad</p> Signup and view all the answers

    What is the primary goal of the channel/presentation stage of the Persuasion Matrix?

    <p>To determine the most effective media channel for the message</p> Signup and view all the answers

    What is an important attribute of an effective source in marketing communication?

    <p>Credibility and expertise</p> Signup and view all the answers

    Which of the following factors is most likely to increase the credibility of a source?

    <p>Familiarity with the source</p> Signup and view all the answers

    What is a potential risk of using a celebrity endorser?

    <p>The celebrity may overshadow the product being endorsed</p> Signup and view all the answers

    What is an important consideration when choosing a celebrity endorser?

    <p>The celebrity's cost and ROI</p> Signup and view all the answers

    Which of the following is a benefit of using a source that is similar to the recipient of the message?

    <p>Increased trust between the source and the recipient</p> Signup and view all the answers

    What is a potential drawback of using a celebrity endorser who is overexposed?

    <p>The celebrity's credibility may be reduced</p> Signup and view all the answers

    Why is likeability an important attribute of an effective source?

    <p>It affects the recipient's attitude towards the message</p> Signup and view all the answers

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